Single lens reflex (SLR) cameras, the fastest-growing segment of the digital camera market, are high-end models with interchangeable lenses, as opposed to point-and-shoot compact cameras. DSLRs in comparison to point and shoot provide a much higher quality picture

The Tokyo-based electronics and entertainment conglomerate is the world's second-largest digital camera maker behind Canon but lags also behind Nikon in the digital SLR camera market.

Digital cameras, along with camcorders, are Sony's cash cow products as its vertically integrated business model, where key products such as image sensor chips are manufactured in-house, allows high profit margins.

Sony aims to raise its market share in the digital SLR camera market to 10 per cent with the help of the new model from about 7 per cent now, said Keiichi Ishizuka, deputy senior general manager at Sony's digital imaging business group. Sony has also lower the price on the Sony DSLR-A100, which would now classify as a cheap digital SLR.

"Well-established SLR camera makers are formidable rivals," Ishizuka told a news conference.

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